New Delhi, March 18 -- Advertising revenue continues to be the backbone of the media and broadcast industry, with digital platforms contributing nearly 30 per cent of total earnings, Secretary of the Ministry of Information and Broadcasting Sanjay Jaju said on Wednesday.

Speaking to the media on the sidelines of the Ad Trust Summit 2026, organised by the Advertising Standards Council of India (ASCI), Jaju highlighted the rapid evolution of the agency model, driven by new entrants and increased monetisation linked to the broader digital ecosystem.

"All systems are investing to adapt to this changing landscape. The agency model is evolving with new players, enhancing monetisation and commerce. Advertising remains central to media growth, ...